This is a marketing gimmick.
I totally view it as a marketing gimmick. Anyone who understands the sport knows that we're not anywhere close to being ready for a legitimate sub-2 hour attempt on a standard course with a standard surface.
I just don't get why you are so upset. From the first presser and article that RW put out yesterday, Nike CLEARLY stated that this was no attempt to ratify a new WR, and was totally for promotion of the sport (and clearly their brand).
Nike is not claiming this to be anything they haven't put out in the open. But you are still upset. I think the issue here isn't that they are saying one thing and doing another; they just aren't doing what you'd like them to try to do.